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After a 1998 collaboration with minimalist designer Jil Sander, Puma established a brand new template for sports-luxury partnerships that earned it a fashion-forward fame and paved the best way for this yr’s Gucci-Adidas and Nike-Louis Vuitton collections. However, the sportswear model took that playbook too far, and in recent times, it needed to step again from vogue to regain its credibility in making items meant for actual sports.
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